A survey of around 900 tourism enterprises in 57 European protected areas shows that small firms are more involved in taking responsibility for being sustainable than previously expected, including eco-savings related operational practices but also reporting a wide range of social and economic responsibility actions. Two-step cluster analysis was used to group the firms in three groups based on their motivations to be sustainable. Business driven firms implement primarily eco-savings activities and are commercially oriented. Legitimization driven firms respond to perceived stakeholder pressure and report a broad spectrum of activities. Lifestyle and value driven firms report the greatest number of environmental, social and economic activities. No profile has a higher business performance than average. The study has implications for policy programmes promoting sustainability behaviour change based primarily on a business case argument.